Walsworth Blog

Collections of short features play an important role in magazines because they grab readers' attention and give them a reason to stop flipping through pages. The reader may not have time to read that fantastic six-page feature story at the moment, but he or she may well have the time to read all or part of a group of warm, funny, clever or helpful tidbits, some of which may come directly from other readers.

Seeking short submissions to your magazine is a simple way to get engaging content that will appeal to readers because the items come from readers and address topics that matter to them. Brand loyalty is increased among the people whose submissions are chosen.

If you haven't developed an e-newsletter to promote your publication, now is a good time to start. Branded e-newsletters can help generate new revenue streams for organizations by building a loyal and engaged audience that is attractive to advertisers.

You may already have a blog that reaches your subscribers, advertisers and other people interested in your publication, and that's great, but a newsletter has a different reach. Instead of one story once a day or once every three days, with a newsletter you engage readers with multiple stories, photos, sections and little tidbits here and there in a publication format.

The contact list you have carefully crafted for your annual conference is vital. Every name on that list is potential revenue, positive outward ripples of free marketing, and attendee feedback that can make future events even better.

Nurture your contact list to ensure the best reach and retention. As covered in my event promotion best practices article, consistent, informative communication during the year will help you retain attendees:

Most writers of blogs, articles or press releases are aware of the importance of starting strong. They work on a strong lead that sets up the reader for the rest of the piece. But do they work as long or as thoroughly when contemplating a headline?

Online readers can also be called "scanners," because they are likely to scan many headlines before settling on something they want to read. Brian Clark, CEO of Copyblogger Media, notes that, on average, 8 of 10 people will read headlines, but only 2 of 10 will read beyond. If a reader doesn't click on your headline, your stellar opening paragraph will never get the chance to lure him or her to read further. You need to hook that reader with the headline. Here are some tips: